As June is fast approaching we wanted to share an update on the first few months of our national advertising.
In April the Varilux brand started to appear on TV, sponsoring Channel 4's escapism series of programmes which includes Four in a Bed, Britain at Low Tide and Devon & Cornwall to name just a few. From our recent reports we can share that 8.9 million people have seen the Varilux sponsorship ident (advert), of these around 4.5 million are aged 35 plus and who have seen the ident more than 4 times.
Alongside the TV advertising, we have been showing the Varilux advert online through the Video on Demand service and from this activity we have seen over 2 million views from consumers.
We are pleased with how our media campaign is performing since it went live and are tracking the positive increase in Varilux brand awareness.
To support the campaign we have added more online activity through digital display networks, partnerships and geo-targeting. Read below to find out more.
Digital Display Voucher campaign
This year, using artificial intelligence we have been able to create a profile of Varilux lens wearers, created from their browsing history. Through online technology we are then able to search for people with similar profiles, these people are the target audience for our new online campaigns.
When browsing the internet the target audience will see a Varilux advert which has a click through to the essilor.co.uk website.
For the first time ever we are giving consumers the opportunity to request their own unique multi pair discount voucher to bring into your practice to receive 50% off their second pair as part of the Best Visual Solutions promotion. All vouchers will have a unique code which will start with QC.
Caravan and Motorhome Club
We have partnered with the Caravan and Motorhome Club to tell their members about the buy one get one 50% offer. On 12th June, the Caravan and Motorhome Club will send an email to its members, advertising the offer.
Caravan and Motorhome Club members will be directed from the email to a landing page on the Caravan and Motorhome Club website where they can request a voucher for the buy one get one 50% offer. This will work in exactly the same way as the activity explained above but the vouchers will have a different start code of CC.
For any questions regarding how to use the online vouchers please get in touch with your Business Development Manager.
Geo-Located Digital Display Advertising
If your business has been actively using the Best Visual Solutions promotion, we have included your practice location details in our Tabmo marketing activity.
Tabmo are location advertising specialists who can target consumers when they are in a particular proximity whilst also tracking footfall within a desired store or site. If a consumer passes by a geo-located optician they will be served a Varilux ad directly to their mobile device (as long as they have their location services turned on).
The Benefits for your Business
Our aim from our national advertising for your business is to help you gain:
If you would like any more information please contact your Essilor Business Development Manager.